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BT Sport battles for football fans
The English Premier League is kicking off with BT Sport first into action in the battle for viewers.
The new contender hopes to break Sky's grip on armchair sports fans by enabling its broadband customers to watch Premier League football for free, after it paid £738 million for the rights to show 38 top-flight games a season for the next three years.
It has taken top talent from the BBC, including Jake Humphrey, and signed up big name ex-players including Michael Owen and Steve McManaman.
This week it announced it had tripled its number of viewers to three million by signing a deal with Virgin Media.
BT is providing live coverage of the 12.45pm game between Liverpool and Stoke City at Anfield, but Sky has not taken the challenge lying down and will start the season with a day of free football, with shows that normally go out on Sky Sports 1 being shown instead on Sky2 and Pick TV for free.
It has also found its very own Anfield old boy, recently retired Jamie Carragher, who will team up in the studio with his old rival from down the East Lancs Road, ex-Manchester United star Gary Neville.
They will have plenty to talk about with Sky showing Swansea City v Manchester United at the Liberty Stadium today followed by the return of Jose Mourinho on Sunday when Chelsea play Hull City.
The game is big business for newspapers too with The Sun, The Times and its Sunday stablemate all carrying "near-live" clips from hundreds of games over the season.
News UK said its Sun+ Goals app, available to readers who have signed up to pay for the paper's new digital package, will give fans a full highlights package within around half an hour of the final whistle.